Following a series of major fragrance launches earlier year, Coty further expands its portfolio by introducing Gucci Makeup by Alessandro Michele.
Gucci has been a strong performer among travel retail consumers particularly in Asia Pacific and North America, especially since Alessandro Michele took the creative reins four years ago. The new Gucci Makeup by Alessandro Michele Collection takes his creative vision and translates it into the world of beauty, with lipsticks as a primary product focus.
This new launch introduces three new Gucci Makeup lipstick ranges that feature different formulations. The Rouge à Lèvres Satin is a collection of 36 supple lipsticks in nude and red shades. The Rouge à Lèvres Voile is made up of 18 sheer lightweight lipsticks in a bright and poppy colour palette. Finally, the Baume à Lèvres is a collection of three translucent lip balms that give lips a soft glow of colour, while featuring hydration and moisturising qualities.
The star of the collection is the 25* Goldie Red lipstick, specially chosen by Alessandro Michele.
The Gucci Makeup range comes in three different lipstick tube designs. The designs reflect Gucci’s maximalist aesthetic and are painted in a colour palette of gold and pastel; featuring art-deco details and Gucci’s signature floral motif. According to Alessandro Michele, he looked to the golden age of Hollywood for inspiration; as each shade of Gucci Makeup’s new lipstick range references different Hollywood icons from Jean Harlow to Greta Garbo.
“Lipstick is the most beautiful object you can find inside a handbag. It is the most fascinating because it has always had a beautiful scent — we made Gucci lipsticks perfumed with violet.” – Alessandro Michele, Gucci Creative Director
The Gucci Makeup Campaign was shot by photographer Martin Parr, and foregoes traditional perceptions of beauty, for one that emphasises a realistic and humanised vision. The campaign comprises of several films that make up the #GucciBeautyNetwork, and features punk singer Dani Miller, and models Mae Lapres, Achok Majak, And Ellia Sophia Coggins. Martin Parr has previously collaborated with Gucci on past campaigns, including photographing the Gucci Cruise 2019 Men’s look book, and the #TimetoParr Campaign for Gucci Timepieces.
In a recent conversation with Txema Marquiequi, Coty’s SVP Travel Retail, he mentions that moving forward driving the full portfolio and expanding into makeup are key priorities. “We want to drive makeup and we are launching Gucci Makeup, which particularly in Asia is going to change Gucci, and that’s a big priority for us.”
With growth in the P&C segment showing no signs of abating, the strategy to launch Gucci Makeup is one that makes perfect strategic sense for Coty, with initial results from the pre-launch in New York already yielding very positive figures.
The Gucci Lipsticks are available in 36 shades of satin, 18 shades of Voile, and 4 shades of Balm. They will be available in US travel retail, Asia Pacific travel retail, and Europe travel retail on from 29 May.
